Elements of a Great Website
Lesson 1 - Elements of a Great Website
I want you to think about every time you visit a local business website and what are the first three things that you're searching for.
You probably want to know what kind of service and guarantee they can offer you, you search for all the benefits that and then you want to know the pricing and how you can get started. After scanning their site for 5-10 seconds and none of those three things I just mentioned were listed, you quickly hit the back button and selected another search result.
Now think about how your website is designed. How is the homepage built? Does it give the visitor a complete description of who you are, why you decided to start your business, how passionate you are about your industry, etc?
If it does, then you're missing out on a ton of conversions.
There is nothing wrong with letting your potential customers know everything there is to know about you, but leave it for the "About" page.
Here are the reasons why...
You only have less than three seconds (yes, three seconds) to grab your visitors attention before they leave your site for the next search result. You need to answer the following questions as soon as they land on your page:
- What are you offering?
- How can they benefit from your products or service?
- How can they get started?
Your future customers don't care about you (yet)... they want to know what you can do for them. So if you can grab their attention immediately, let them know how they'll benefit from your product or service and a strong call to action leading them to get started, you'll see a bump in visitor to lead conversions.
The next critical element is whether or not your website is mobile friendly (also referred to as responsive design). On April 21, 2015, Google released a mobile friendly algorithm that's designed to give mobile friendly websites a significant boost in the search results when searching on a mobile device.
Here's a shocking stat that you may not have been aware of... according to Google, more Google searches take place on mobile devices than on computers in 10 countries including the US and Japan. This significantly impacts local business owners since users are searching for local businesses more on their smart phone than any other device.
If your website isn't mobile ready, you'll be pushed down far in the mobile search results regardless of where your site ranks on desktop.
The best way to find out if your website is mobile friendly is to run it through Google's Mobile-Friendly Test Tool. All you need to do is enter your website address and it'll take 15-20 seconds to run the test. If it's not mobile friendly, they will list what you need to fix and implement to make it responsive.
If it comes back as not being responsive, make sure to follow the list of fixes ASAP because you're missing out on a lot of search engine traffic.
Google has a need for speed! Google thinks site speed is important and some would even go as far to say that Google has a bit of an obsession with how quickly a page loads.
Which isn’t exactly breaking news. Google has always rewarded sites that have clean codes and download quickly. This became particularly apparent when they announced its Speed Online Tool in 2011.
From its Webmaster Central Blog, here’s a description of the tool:
"At Google, we’re striving to make the whole web fast. As part of that effort, we’re launching a new web-based tool in Google Labs, Page Speed Online, which analyzes the performance of web pages and gives specific suggestions for making them faster. Page Speed Online is available from any browser, at any time. This allows website owners to get immediate access to Page Speed performance suggestions so they can make their pages faster."
Remember this, most of the efforts around your online presence are aimed at either increasing your traffic OR improving your conversion rate.
The beauty of improving website load times is that it actually does both! You increase visitor numbers AND you improve the Conversion rate.
Since page speed is a factor in Google’s algorithm, excellent load times will improve your ranking and you get more organic traffic.
Secondly, improved page speed will give your visitors a better user experience, make them more prone to stay on your site and finish what they came for which means improved conversion rates.
This first lesson is intentionally light because everything begins and ends with your website. If you can take care of the base fundamentals on giving the visitor a great experience while satisfying Google at the same time, you will start to notice a difference on organic traffic and conversions. In the upcoming lessons, we'll go over how to massively increase conversions and how to sky rocket to the top of the rankings for local search. But for now, just look at the perfect design layout for max conversions and run the quick tests. Start monitoring today and you’ll uncover ways to improve both visitor and conversion metrics.
If you have any questions, please let me know if the form below and I'll personally help you in any way I can!
Eric McLaughlin - Owner, Aquirr Inbound Digital Marketing